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Sales Lead Management Association Radio

May 2018

When Corporate Arrogance Bulldozes Marketing’s Good Judgement


Listen on iTunes while hanging upside down!


A little bit of success, can breed arrogance and poor judgment in many fast growing

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Jan 2018

Bill Walker of Unison Reveals How to Implement Voice of the Customer Programs


Listen while play basketball on iTunes


Voice of the Customer sounds wonderful, and doable, and gee whiz why not do it? And yet, as many have found, implementation takes more than wanting and writing a check.  In this program we talk about VOC with Bill Walker, Chief Revenue Officer at Unison.  Walker has successfully implemented a VOC process for collecting and implementing direct customer feedback. He believes that this is the most important thing you can do as a corporation and that it is more productive than leveraging outside agencies, focus groups, or executive voices. The host in Jim Obermayer.

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Jan 2017

How to Increase Referrals in a Digital Dominated World


250-SLMARADIO-20170126-gay.jpgWord of mouth is alive and well in this digital world as marketers and salespeople alike again learn to tap into the most powerful of all human interactions, referrals.  The software field for this application is dramatically expanding and our guest Tom Gay, CEO of explains why referrals are an advantage in a digitally dominated marketplace.  The host is Jim Obermayer

About Thomas Gay

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Jun 2016

Four ways to create INTERACTIVE Digital Content that Increases Response



Ok, we get it, most of you are struggling just to get some content on your site and now we have someone talking about “Interactive Content.” The way things are changing it almost makes you want to go into sales. But not too fast, this interactive content thing is the wave of the not too distant future and the SLMA has an expert on the subject with Jonathan Lacoste, president of Jebbit. The host is Jim Obermayer.
About Jonathan Lacoste
Jonathan Lacoste is an award-winning entrepreneur and writer. Lacoste is the co-founder and President of Jebbit, a digital marketing software company he founded as an undergraduate student in 2011. Since launching the company, Jonathan has been named to Forbes' "30 Under 30," was the "Emerging Executive of the Year" in the state of Massachusetts and is considered the youngest entrepreneur to raise venture capital, at age 19. Jonathan pens “The CMO Corner” column for Inc Magazine, sharing marketing-tech trends and tips from CMOs in various fields. In his spare time, Jonathan is an avid marathoner, having run 13 to date.
About Jebbit
Jebbit is a venture-backed company offering a digital marketing platform that creates engaging micro-content, personalizing a brand’s interaction with each individual in its audience. Over time, our solution transforms the unique data we’ve captured into rich consumer profiles, which integrate with any marketing technology stack.


This episode is generously sponsored by adView.cfm?id=383The Vanella Group, Inc.-- the only firm that delivers telebased lead generation programs exclusively for enterprise technology providers. .To learn more, visit or call 888-335-0340

and by Validar Whether you're producing a seminar series, user's conference, lunch and learn, or exhibiting at a tradeshow, Validar has a solution.  Call 888 784 2929 or visit us at
Dec 2015

Why leadership campaigns are important to nominees and those nominating

With the announcement of the 40 Most Inspiring Leaders in Sales Lead Management, Jim Obermayer and Susan Finch discuss the not so obvious reasons campaigns like this are important. It's not just about building your contact lists, email lists and gaining members. It goes way deeper than that.

They will cover the evolution of such recognition campaigns within the history of the SLMA and other organizations. Points to include the value to the nominees, their companies but also to those who are nominating people. Join them for this, tweet your questions and comments before, during and after this episode. 


This episode is generously sponsored by The Vanella Group
The Vanella Group, Inc. is the only firm that delivers telebased lead generation programs exclusively for enterprise technology providers. They achieve results 5 times higher than industry standards for outbound lead generation based on the research published by implementing their unique Telesales 2.0 methodology. We are an award winning leader in this space and get results like no other firms.The Vanella Group supports firms from Fortune 500 companies to startups.To learn more, visit or call 888-335-0340

and by Validar
Whether you're producing a seminar series, user's conference, lunch and learn, or exhibiting at a tradeshow, Validar has a solution. From capturing leads at tradeshows to managing onsite registration, tracking session attendance, gathering feedback, and providing sponsors lead retrieval we have a full suite of solutions for you. Since 2005 Validar has been turning Corporate Events and Trade Shows into Better Business. Call 888 784 2929 or visit us at

Oct 2015

Recruiting & Retention: Why would they come and stay?

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Host, Susan Finch and her Guest, Jaysen Greenleaf, VP of Business Development at RIO Genesis Software discussed both sides of recruiting great talent for your team and retaining them. They also dispelled myths about millennials, including thinking they are job hoppers.

The first half of the show was about preparing for growth, where to find the talent and the value that younger team members can bring, especially fresh from college or another industry. They are a clean, tech-savvy, educated slate with strong entrepreneurial spirit.

The second half of the show talked about ways to KEEP them after you get them to your company. This includes the importance of weekly meetings, breaks from the office to change the scene and allow those in other departments to get to know each other. It's an enjoyable show.

About our guest:
Jaysen Greenleaf joined RIO Genesis from Phoenix Asset Management, where he had worked for seven years. After starting his career at Phoenix as an asset manager, Mr. Greenleaf was steadily promoted throughout his time with the company. After two successful years as an asset manager, Jaysen was promoted to a client team lead position and managed multiple clients for Phoenix. Four and a half years ago, he was promoted to Director of Client Relations and Business Development, where he managed new client development while also managing existing client partnerships.

This episode is generously sponsored by The Vanella Group
The Vanella Group, Inc. is the only firm that delivers telebased lead generation programs exclusively for enterprise technology providers. They achieve results 5 times higher than industry standards for outbound lead generation based on the research published by implementing their unique Telesales 2.0 methodology. We are an award winning leader in this space and get results like no other firms.The Vanella Group supports firms from Fortune 500 companies to startups.To learn more, visit or call 888-335-0340

and by Validar
Whether you’re producing a seminar series, user’s conference, lunch and learn, or exhibiting at a tradeshow, Validar has a solution.  From capturing leads at tradeshows to managing onsite registration, tracking session attendance, gathering feedback, and providing sponsors lead retrieval we have a full suite of solutions for you.  Since 2005 Validar has been turning Corporate Events and Trade Shows into Better Business. Call 888 784 2929 or visit us at 
Mar 2015

Contact Marketing: When you absolutely MUST get through to someone.


Stu Heinecke is the author of "How To Get A Meeting with Anyone" (BenBella Books, 2-2016) and host of this week's show. His book is a compilation of "Contact Marketing" techniques, as he calls them, designed to help sales reps break through to their toughest-to-reach, VIP prospects. In his book, and in this series of interviews, he asks top sales thought leaders, "When you absolutely must get through to someone of great importance, how do you do it?"

Linda Richardson is the author of "Changing the Sales Conversation" and Founder and Executive Chairwoman of Richardson, a global sales training business. As a recognized leader in the industry, she has won the coveted Stevie Award for Lifetime Achievement in Sales Excellence for 2006 and in 2007 she was identified by Training Industry, Inc. as one of the “Top 20 Most Influential Training Professionals.” 

Linda is credited with the movement to Consultative Selling, which is the cornerstone of Richardson’s methodology. Other innovations Linda has spearheaded in the sales training industry are: development of a comprehensive, integrated curriculum dedicated exclusively to sales, commitment to customization vs. generic training, and development of an interactive coaching-type training methodology. Her innovation in eLearning earned Richardson the Best Soft Skills Award from Elearning! magazine and Product of the Year for Richardson SkillGauge™ diagnostics from Customer Interaction Solutions magazine. 

Linda is the author of ten books on selling and sales management, including her most recent works, Perfect Selling, The Sales Success Handbook — 20 Lessons to Open and Close Sales Now, Sales Coaching — Making the Great Leap from Sales Manager to Sales Coach, and Stop Telling, Start Selling. She teaches sales and management courses at the Wharton Graduate School of the University of Pennsylvania and the Wharton Executive Development Center. She is a frequent speaker at industry and client conferences. 

Linda began her career as an educator and educational psychologist and transitioned to the corporate world where she developed a passion for sales effectiveness. Prior to founding Richardson, Linda was a teacher, a manager at a global consulting firm, and an officer at a major financial institution. She has been published extensively in industry and training journals and has been featured in numerous publications, including The Wall Street Journal, Forbes, Nation’s Business, Selling Power, Success, and The Conference Board magazine.

Linda currently serves on the Mayor’s Council for the Arts for the City of Philadelphia, is a Director of the Pennsylvania Academy of the Fine Arts, and a Director of the American Poetry Review. She served on the United States Small Business Administration President’s Council from 1991 to 1993.

May 2014

How Digital Social Advocacy changes political activism results.


SLMA Host Jim Obermayer interviews James Anderson founder of Wholecrowd about the subject of social advocacy and Wholecrowd's mission in changing the outcomes of political contests. We discuss how Wholecrowd got its start and how ti works. Jim is an interesting and knowledgeable expert on political campaigns but he says the Wholecrowd system can also be used by B2B companies. 

About James Anderson 

James Anderson is the Founder and CEO of Wholecrowd and a partner at Collins Anderson Philp Public Affairs. 

During the 2010 cycle, Jim Anderson served as the Executive Director of the Republication Part of Iowa helping organize a political organization that shifted the balance of power in the State House. Defeated the incumbent Governor, elected a Secretary of State and cut the voter registration gap in half. Jim also directed one of the most robust fundraising operations the state party has ever seen.

Prior to his time as the Executive Director, Jim served as the Deputy Political Director of the Republican National Committee. In this role, Jim managed a national political field team and oversaw the day-to-day management of the political department.

During the 2008 cycle, Jim served as the Iowa State Victory Director for the Republican National Committee. While there, he helped build the most robust field operation the state had seen and exceeded all voter contact records set in previous cycles. 

Before 2008, Jim was a Presidential appointee under George W. Bush at the United States Department of the Treasury where he worked directly with the Treasury Secretary on Public Affairs issues and the US Department of Commerce where he focused on international trade in the United States Commercial Service Office. 

Jim is a native of Gwynedd Valley, Pennsylvania. He received his Bachelors in Public Administration from James Madison University. 

About Wholecrowd 
Wholecrowd is the revolutionary social advocacy tool that listens for, builds, communicates with, and activates digital crowds of supporters across all social media platforms at lightning fast pace, and radically lower cost versus traditional advocacy, Wholecrowd delivers new results.

What you need to know about Crowds: 

  • What is a crowd? A crowd is a group of like-minded people built into an online community. 
  • How do I build a crowd? Simply tell us what words to listen for. Wholecrowd does the rest. 
  • How do I manage a crowd? Wholecrowd is simple and customer-friendly. a designated client manager will act at your direction to build and activate your crowd. 
  • How does Wholecrowd listen? Wholecrowd finds everyone talking about your key words on social networking platforms and blogs across the country and world.
  • How does Wholecrowd build? Wholecrowd is unique. it doesn't just monitor people talking about your keywords; it allows you to bring those people together into an online community by messaging and directing them to your crowd site.
  • What is a crowd site? A crowd site is a unique portal whereby crowd members can communicate, learn more about your issue, share information with others, and find out how to take action on your behalf. 
  • How does Wholecrowd communicate? Wholecrowd lets its users communicate directly with people talking about their issues en masse or one-on-one. 
  • How does Wholecrowd activate? Wholecrowd is unique because it creates a platform by which a crowd-builder can urge people talking about their keywords to take action (e.g., contact a lawmaker, write a letter, call a talk-show, etc.). 
Learn More? to learn more or contact us at
Apr 2014

Arm wrestling and how our history of relationships follows us forward

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Laura McGuire - CEO/Founder of Vinea Group and Founder of Saligent talks about how your history - going back as far as you may remember definitely affects where you are today. She started out as a competitive swimmer, one of seven children, Army brat and so much more. She was always faced competition, change and challenges with vigor!

She cites her friend MacMcintosh and their mutual "life's too short" test. No nonsense - life is too short. Bring your integrity, your willingness to learn, change and adapt and you will succeed. 

Laura has been named to the 50 Most Influential in Sales Lead Management for several years and has topped the list more than once. She has also been named to the 20 Women to Watch in Sales Lead Management for a few years.

Hear her joy, her passion as she talks about the journey. THAT'S an entrepreneur.

0:30 - Introductions

2:00 - Arm wrestling - really!

4:43 - Given the run around by venture capitalist and determined she needed to shake it up, "Let's decide this with arm wrestling." Speaks volumes as to who she is, but at the core she is the same: she adapts, she is strong, self-starter, develop relationships when you move and carry them forward - this is what she has done with her upbringing as an "army brat."

5:50 - Consistently on the list of the 50 Most Influential in Sales Lead Management (http://50mostinfluential) and 20 women to Watch in Sales Lead Management (

6:38 - Worries and projects must pass the "Life is too short test" - she and her friend, MacMcIntosh agree on this. 

7:30 - What is considered success? "The people we've come to grow and love." She's still in contact with the people from her original account at NEC 25 years ago. "THAT is the most gratifying thing." That is success. You've maintained a rapport through the years and continue to support each other.

8:46 - How long did it take to get the confidence that you didn't have to work for someone else again? When did you know you could make it and continue to bring these relationships forward?

10:00 "You don't know what you don't know when you start out - but thank God for that." She's a natural risk taker, but not knowing she may not make it was a huge help. S

11:00 Rabbit hole story about Jeff Zigler and her first cinderblock building location - wide-eyed, but not as much as the door-to-door sales telecom people that came to their door. Laura and her crew 3 of them - tech savvy, unbeknownst to the sales visitors. By the time they left, they had an appointment at the telecom HQ facility in Kansas City and sold them!

12:45 Laura admits, "SUCH A RUSH to be an entrepreneur!"

13:01 Most fun when invited to speak because of entrepreneurial experiences to incorporate successes and failures. It tells the true story.

14:06 Susan's story: As she went into labor with her first child, she decided that she was never going back to a traditional office and would make it on her own. Her first client was her recent employer - he supported her dream 100% and helped her get more clients because he believed in her.

15:00 Laurie's story of "One Client" before there were the terms: marketing automation, sales lead management. We used a lot more words to describe what we were all doing.

16:45 By the time she opened Vineya Group, she was able to do it with only company funds and no other investors or loans.

19:30 Ronnie Bincer common friend. He's a force on Google+ and Hangouts, even though he started out in SEO - he saw the connection and the value of combining video, great content, and relationships as the key to continue to build credibility, reputation and sales.

19:45 LinkedIn becoming more of a content resource.

20:00 - Laura is adding to the toolbox with Google+. 
SAAS tools, Cloud tool, social media platform - they rarely are what they started out as 2 years later. She sees where this is going. T
21:00 It about matching a client's value proposition to a known need.
"We finally puts words around their problems."
Ronnie, like Susan is a nationally prominent in understanding Google+ and Hangouts.
started out in SEO

22:00 Video SEO is critical to reach.
Susan says "It's huge in building authority - relationship building."
Laura says, "Do your due diligence about every tool in the arsenal."
For a while, we were all in the HubSpot frenzy - inbound digital, fanning your digital feathers - have them come to you - but there is so much coming at us at such a pace.

23:15 "Please don't make me learn something new today! Give me a day off!" This is part of the fatigue coupled with the huge excitement.
Prospect engagement and converstion - fill in the top of the funnel - based on THEIR NEEDS and what's relevant to THEM. We understand the tools, good-old fashioned email marketing digital retargeting.

24:25  Laura McGuire says, "Folks, you need to get better understand the power of Google+. I can get the fatigue, but there has been a phenomenon of adoption. There has been more growth in Google+ - despite naysayers - than any other social platform in that amount of time - even Facebook.
Because of YouTube and Hangouts - not instead of - but it will eclipse tools that we thought were 'whiz-bangy' as recent as a year ago."

25:15 - Shifting the hub of your communication. Where are you the most effective when you only have a limited amount of time. That's where you need to be. Laura agrees.

25:45 No one can be the expert at everything, but as a leader and decision maker, you need to quickly understand how things need to be plugged in and applied to the people you are serving.

26:15 enterprise marketing automation in mid-to late 90's - duked it out. Learned a lot.
Laura and her companies kept their eye on the concept of cloud before the term came up. Like other scrappy regional agencies, they set up their cloud labor the first day when Citrix set up their cloud server about 25 years ago. They ended up with a large number of patents, some of which were earliest and most cited patents in crowd sourcing and cloud labor space.

27:35 Cannot remove that human element, the relationship - you have to use voice to voice and face to face to truly develop true relationships.
We will be investing a lot of our time and treasure, it will definitely change the face of labor in the next 5-10 years. Vineya is constantly looking at cost containment and profitability measures - crowd sourcing. It's rocking the content marketing world!
Oct 2013

Twitter’s Flash & Burn and Outbound Calling Success on the Rise


Susan Finch and Jim Obermayer were joined by Trish Bertuzzi, President & Chief Strategist of The Bridge Group, Inc.

The first half of the show covers using Twitter for social selling. If you want to target buyers who are using Twitter and they post occasionally, do they really or is it mainly automated propaganda about companies?Before you attempt to become a thought leader on Twitter and invest the time you need to know:

  • Are they buying there.
  • How are they using Twitter?

The post, "Twitter for Sales Reps: Big Hat - No Cattle" is about engagement. Twitter is a GREAT tool for listening. But, when you tweet, it's a snapshot - like a lightbulb going off in a room. If no one is in the room, no one sees your flash.
Read the research in the post. Trish summed up that she could get better true engagement through LinkedIn, email, cold calling people. Testing big companies - same results. The question is, do you want to be POPULAR or do you want to be RICH? There are other ways to get people engaged with you that will give you a higher.
She continued with, "Only so many selling hours in a day. Before you assume Twitter will work, do your analysis. It may be only a listening tool for you. We are not really reaching out to people through Twitter with rare exception.
Twitter is a spam cannon when you think about it.If you are not following me, I can't have a one on one conversation with you. But on Linked In, I can send you an inmessage, I can contact you through a shared group. That's the key point. It's not one on one with Twitter."
Spam may be too harsh a word, but perhaps not.
"I even schedule my 5 tweets a day. Unless you are in the room when my scheduled tweet or your scheduled tweet goes out - we will miss each other's messages."

"I have a ball with those 142 characters!"
Trish Bertuzzi

Most of the blogs I read are because of some mention on Twitter. For me, it's a great news feed. Great place to find and share in other venues. We both find that more people engage thoroughly from LinkedIn and G+ where they read more, watch videos, make comments. Twitter was the opener for those conversations
The second half of the show Jim Obermayer and Trish talked about the increased effectiveness of outbound calling.

Outbound prospecting has improved dramatically - up by 35% Prospects are picking up the phones again. It isn't all about inbound, although inbound IS THE BOMB!  Referrals - absolutely the way to go. But if you are like most companies, you'll get 40-60% from inbound. Unless 40-60% of quota is good enough, you need to get on the outbound prospecting path.


You have to have direct dial numbers to be effective. People are actually hiring staff to populate the database before it gets to the caller: name, title, direct number and email. Truly raising the positive results.

Two technologies Trish Bertuzzi is in love with:

  • Connect and Sell provides 5-6 conversations per hour for most of her team. For her, 8-11. That's HUGE. 
  • The other technology she loves is Use their dialer technology combined with local presence. For every call you make you show up as a local caller to the number. Aren't you more apt to pick up the phone from an unknown local number?

Jim asked her why it's working better, "I think we're getting better at understanding cadence and telling a story.

It takes 7-8 touches to get someone to respond. Those touches have to be in a fairly short period of time. Success comes from using a variety of mediums: video, email, voicemail. Cadence counts and you need to figure out what your cadence should be.

We've also gotten better at telling story via our touches. These are chapters in your story that you are trying to tell your potential buyer."

There seem to be two basic camps. Jim talked about increased success for one particular company using this approach: Send email, then call 20 minutes later - success rate went up, call back rate went up.

Trish disagrees with this method - not a fan of the double tap. Best for desk-bound targets. Not a great platitude. We could have two companies using the doubletap: great branding and recognition - works better; lesser known companies, doesn't work as well.

Jim asked about the misinterpreted and repeated stats from SiriusDecisions: "59% have already made up their minds..." Trish let SeriusDecisions off the hook. This was misquoted and twisted.  "It's like the game telephone, the more accurate quote is that '59% start their research online'."

Listen to the show to hear the full story.

About Trish Bertuzzi:
Over the last two decades, Trish has promoted Inside Sales as a community, profession and engine for revenue growth. In the process, The Bridge Group has worked with over 220 B2B technology clients to build, expand and optimize their inside sales efforts.

By a combination of hard work and timing, Trish and team's research & ideas have been featured on, by associations like SLMA & AA-ISP and across more than 68 sites in the sales and marketing blogosphere.